SHANGHAI, CHINA - A Chinese man looks at the new Lincoln SUV during the China International Import Expo (CIIE) at the National Exhibition and Convention Center on November 6, 2018 in Shanghai, China.
(Photo : Lintao Zhang/Getty Images)
Ford's work with Lincoln in China is paying off, with the luxury carmaker having its biggest year yet in the world's largest automotive market. According to Automotive News China, a total of 91,000 Lincoln units were sold in the country last year, a massive 48 percent increase compared to the numbers the company posted in 2020.
Mixed bag for Ford as Lincoln grows in China but drops in the US
For the first time in its history, Lincoln sold more vehicles in China than in its home country of the United States. Only 86,929 units were sold in the USA in 2021, an 18 percent drop compared to the previous year. Those numbers are concerning for Ford, considering Lincoln's lowest yearly total in the United States since 2013.
Lincoln's rapid growth in China is simply astonishing as the company had a late start in the country, opening its first dealership there only in 2014. Other luxury car brands opened dealerships in China way before Lincoln did, but Ford had an ace up its sleeve. They offered Chinese customers a unique buying experience, calling this approach the Lincoln Way.
Lincoln managed to achieve this by hiring Eight Inc., the company that designed the original Apple stores. They studied what Chinese consumers wanted and focused on making their experience worthwhile before completing the sale.
The firm installed tea rooms and waterfall displays inside the dealerships to provide a welcoming experience to the customers. A heritage wall was also included in the design, detailing Lincoln's long and storied history as one of the great American carmakers.
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Sedans and customer experience powering Lincoln's growth in China
Lincoln also had a few of its vehicles displayed in the showrooms, placing the cars on pedestals with enhanced lighting to capture the attention of the possible buyers. Dealers in China were also given specific training on how to cater to the needs of their wealthier customers, a move that has paid dividends.
Also powering Lincoln's popularity in China are the company's sedans. Lincoln's gorgeous all-new Zephyr will launch later this year while the popular Continental model remains on sale here in China. Given Lincoln's strong sales in China, Ford has decided to localize most of the luxury brand's production in that area instead of importing the cars from the United States.
Ford's president of the Americas, Kumar Galhotra, was proud of Lincoln's growth in China, saying that "This is an iconic American brand, and a big part of the appeal in China is because it's an iconic American brand."
The next step for Ford is to make Lincoln an even bigger force worldwide. Ford once had hoped to sell 300,000 Lincolns globally by 2020 but was forced to reduce that target in 2018. Despite diminishing sales in the US, Ford is not giving up on the Lincoln brand and has made no plans of making its vehicles for Chinese consumption only.
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